How Digital Video Makes More Sense than TV for Brands

With brand marketers always looking to get the most out of their advertising budgets, the Interactive Advertising Bureau (IAB) today – Feb. 25 – released “A Comprehensive Picture of Digital Video and TV Advertising: Viewing, Budget Share Shift and Effectiveness.”

It is a Nielsen research study commissioned by the IAB investigating how moving dollars from TV ad budgets to digital media – especially digital video – affects reach and costs.

Shared at the sixth IAB Annual Leadership Meeting, “Big Data & Big Ideas: Friends, Enemies, or Frenemies?,” at the Arizona Biltmore in Phoenix, the report reveals that a 15 percent shift in media spend to digital will drive a distinct increase in advertiser reach across verticals.

The IAB study benchmarked how real TV schedules across key advertiser verticals perform as money moved to digital. To accomplish this, the research examined 18 real TV schedules across advertiser verticals.

Research demonstrated that planning and running video ads online prior to TV boosts brand recall for that same ad playing on television by 33 percent. There were similar gains when it came to online display ads, with consumers 25 percent more likely to recall the brand if they had seen the display ad before seeing the ad on TV.